Marketing Manager

Ashley Conrad Boening

*** ******** **** **** * Mobile: 512-***-****

Austin, TX 78704 Email: ********@*****.***

EXPERIENCE

TicketCity 6/14 – Present

Vice President of Marketing

Create, manage, coordinate and execute all marketing strategies and implement tactical plans that exceed goals

Profit and loss responsibility for all marketing channels with multimillion dollar budget

Develop unique value propositions, business partnerships, category management and targeting strategy

Lead and manage Direct Marketing, Public Relations, Advertising, Online Marketing, Event Marketing and Internal Creative Services

Develop business plan, annual operational budget, & marketing sales forecast

Identify, interpret and capitalize on market and competitive trends.

Prioritize, evaluate and negotiate contracts for partnerships, marketing programs and software solutions

Create revenue and margin targets for all marketing channels (SEM, affiliates, display, remarketing, email marketing, SEO)

Optimize user experience across all device types (mobile, tablet, desktop) create and monitor conversion funnels to continually increase conversion rate

Monitor web sales performance measurements and effectiveness including KPI’s: visits, conversion rate, average order value, revenue per visit, bounce rate and cart to conversion

Work cross-departmentally and with other Senior Executives to ensure cohesive strategy and execution of category/product level campaigns

Lead, mentor and raise team’s ability to deliver and exceed expectations TicketCity 1/13 – 5/14

Director of Ecommerce

Management of ecommerce marketing / merchandising team

Oversee the day to day web sales performance measurements and effectiveness including KPI’s: visits, conversion rate, average order value, revenue per visit, bounce rate and cart to conversion

Develop business plan, annual operational budget, & marketing sales forecast including P&L responsibility

Create revenue and margin targets for all marketing channels (SEM, affiliates, display, remarketing, email marketing, SEO)

Drive UI/UX optimization via testing, targeting, retention, reactivation, automation and promotional activities

Identify, analyze and prioritize online marketing initiatives and partnerships with focus on performance based opportunities.

Work cross-departmentally to ensure cohesive strategy and execution of category/product level campaigns

Lead, mentor and raise team’s ability to deliver and exceed expectations Living Direct Inc. 7/12 – 12/12

Director of Ecommerce

Direct management of ecommerce team, ensuring profitable operation of $35MM+ portion of business.

Ownership of all KPI, content and functionality of sites within Living Direct ecommerce network

Direct management of Web Merchandising and Online Merchant channel teams (6+ Direct Reports)

Management/Stewardship of Affiliate, PPC, CSE, SEO & Email marketing programs; including goal setting, optimizing to KPI, working with in-house staff, consultants and 3rd parties (Budgets $3MM+ / Rev $50MM+)

Project development and prioritization, goal setting, forecasting/budgeting, optimization and cross departmental communication

Devise and execute merchandising strategies through improved functionality within Demandware ecommerce platform and back end systems

Management of operational budget for ecommerce department Living Direct Inc. 6/10 – 7/12

Online Business Manager

Ownership of all KPI, content and functionality of sites within Living Direct ecommerce network

Direct management of Web Merchandising and Online Merchant channel teams (3+ Direct Reports)

Management/Stewardship of Affiliate, PPC, CSE, SEO & Email marketing programs; including goal setting, optimizing to KPI, working with in-house staff, consultants and 3rd parties (Budgets $3MM+ / Rev $50MM+)

Marketing Team Management: Project development and prioritization, goal setting, forecasting/budgeting, optimization and cross departmental communication

Devise and execute merchandising strategies through improved functionality within Demandware ecommerce platform and back end systems

Evaluate and lead implementations of new website features, 3rd party partnerships, functionality, site design, branding, and positioning (Omniture, BazaarVoice, Demandware, Consultants) Volusion eCommerce 8/09 – 6/10

Sr. Email Marketing Manager

Develop reporting and analytics standards providing reporting on a weekly/monthly basis

Create email marketing program to sell services to clients working

Define creative direction for campaigns including; layout, copy and format/style

Organize and execute promotional efforts and cross selling to targeted customer segments

Maximize sales via email and landing page campaign creative

Recommend strategy and creative enhancements based on analysis of campaign & testing results

Maintain vendor relationship, serve as PM for evaluation, selection and implementation of new ESP

Implement organic list growth measures to build database Callaway Golf 8/06 – 8/09

Email Marketing Manager/Online Marketing Manager

Manager of email marketing for the Callaway, Odyssey, Top Flite & Ecommerce brands

Management of Affiliate programs, CSE and consulting for PPC efforts. (Budgets $3.5MM+ / Rev $40MM+)

Define creative direction for campaigns including: layout, copy and format/style

Create and enforce best practices for in-house list growth and campaign creative

Maintain vendor relationship, serve as project manager for evaluation, selection and implementation of new ESP

Monitor campaign metrics and goals and recommend new strategies/enhancements to reach them

Develop merchandising strategies to execute in coordination with production, IT and inventory departments

Developed and coordinate promotional campaign production and execution

Spearhead selection, training and evaluation of new marketing department employees Callaway Golf 5/05 – 8/06

Interactive Media Manager

Responsible for all online media for the Callaway, Odyssey, Top Flite & Ecommerce brands

Duties include: planning, buying, implementation, optimization, reporting & presentation

Coordination among multiple agencies and creative groups

Worked very closely with production team to develop copy, design layout and functionality

Set creative time tables and completed QA of all ad units

Maintained all financials budget forecasting and invoice reconciliation

Developed campaign strategies and measurement techniques/metrics GSD&M Advertising 12/02 - 5/05

Asst. Media Planner/Buyer (AT&T, U.S. Air Force, MasterCard, Brinker, AARP)

Formulated objectives and strategies for multiple national print efforts

Developed criteria and parameters for publication selection process

Facilitated communications among client, account service and media

Completed competitive media research

Maintained all vendor contacts and negotiated with vendors daily

Completed all buy maintenance (discrepancies, make goods, etc.)

Presented to clients on regular basis

EDUCATION

The University of Texas at Austin

B. S. Advertising, Sequence: Texas Media Program

Minor in business

SKILLS

10+ years online marketing / ecommerce with experience successful ecommerce websites/networks Strong evaluation and negotiation skill (Partnerships, Contracts, Media, You Name It I’ll Negotiate It) Extensive knowledge of online marketing channels: SEM, SEO, CSE, Affiliates Many years experience with creative production management including television, print and radio creative 10+ years’ experience managing budgets, forecasts, financials and reporting Excellent interpersonal and organizational skills

Team management, mentoring and development

Hiring, Mentoring & Training – Many years hiring for marketing roles, followed by training Awesome project management experience

Basic HMTL coding

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